Carter's Unveils Rebrand As It Seeks To Reconnect With New Parents

According to CNBC, Carter's is rolling out a rebrand that includes a new logo and marketing campaign as the children's clothing company tries to better align with a new generation of parents after years of sluggish performance. Chief Marketing Officer Sarah Crockett said the effort is meant to keep the 161-year-old company relevant with its core customer, while Chief Executive Sharon Price John said the brand must evolve or risk being left behind. Carter's said the revamp will roll out across its channels in 2026, with additional retail and packaging changes in 2027. The company, whose largest brands include Carter's and OshKosh B'gosh, has shrunk its store footprint and laid off employees over the past year as it sought to reposition for growth in a more competitive baby and kids apparel market. The company reported adjusted net income of $126.1 million for fiscal 2025, down from $210.7 million a year earlier. In the first quarter of 2026, Carter's said U.S. comparable sales rose 10.5% and net sales increased 8.1%. It also said it expects full-year net sales to rise 2% to 3% and that it received about $128 million in tariff refunds.